Selling has come a long way over the last 10 years. Buyers have changed and the top salespeople have changed with them. Today, customer experience is key for most sales organizations. How customers feel about their sales experience can be as important as product features and price. Especially in the field of B2B sales, customers are more informed than ever before and have higher expectations than in the past. Let's talk about Sales Enablement.
How do you get the right resources, messaging, and content into the hands of your sales team to help them make the sale? You enable them by providing up-to-date marketing-approved messaging and content, so they can convert leads and close opportunities faster. That’s where the concept of sales enablement comes in.
What Is Sales Enablement?
Sales enablement is the process of providing your sales team with the information, content, and tools that will help them sell more effectively. It’s about being able to quickly bring your team up-to-speed on your sales processes, products, and services. It’s also about consistency in your content, branding, and messaging. And, it’s about creating efficiency, effectiveness, and productivity for your sales force.
Why is Sales Enablement Important?
Salespeople want great content they can share with their prospects and customers. Sales enablement helps sales teams deliver the right message at the right time to engage prospects and close the sale. Your organization needs to ensure your sales team is using the most up-to-date strategic content and training materials, along with other sales enablement tools and technology.
Here are 7 best practices you should adopt in order to enable your sales team, provide a great customer experience, and build loyalty.
1. Map The Customer Journey
By mapping the customer journey, your sales team has a roadmap of repeatable steps that will help guide prospects and customers from initial interest to closing the sale. When you have a process for how to advance the sale throughout the sales cycle, you can discover why deals break down, where people lose interest, and more.
2. Continually Monitor The Sales Process
To create an effective new process, you need to find out what works and what doesn’t about the current process. Evaluate each step in the sales process and see where salespeople trip up and customers stall. By getting to know the customer experience, you can better understand where you need to make changes. And then, do it all over again. Your organization should continually be improving and becoming more effective.
3. Share Bite-Sized Content
Your marketing team may create a ton of content, but if your sales team can’t readily digest the material, then it’s wasted on the sales process. Microcontent is a way to communicate key messages in small, bite-sized pieces. Experts have recently decided that our attention spans are less than that of the average goldfish: about 8 seconds. That means sharing content and getting marketing and sales messages to be absorbed is even harder than ever.
4. Empower Your Sales Team
A critical step in sales enablement is empowering your sales team with amazing, real-time content. When your content management system allows administrators to provide fully-automated, real-time updates, you can keep everyone in the loop with the most current information.
5. Take Advantage Of Technology
This is where technology steps into the forefront. Sales people need to have access to relevant content in the heat of the moment. A sales enablement system that leverages Artificial Intelligence can drive superior search and filtering results, smart product recommendations, and helpful build-and-price quotes. It also displays mission-critical product information, key knowledge, and contextual recommendations.
6. Consider A Mobile Sales Enablement Platform
Through technology, such as a mobile sales enablement platform, your sales reps can have access to on-the-go microlearning and continuing education in order to tap into the available messaging, branding, and mircocontent to make the sale. It’s not enough to simply have a training session and hope that the team will remember. Sales pros should have access to real-time content at all times.
7. Implement Ongoing Training
Your sales reps should be challenged, educated, and supported throughout the sales process. Stats show that the bulk of onboarding training is forgotten mere days after it happened. Microlearning is a way of teaching and delivering content to learners in small, very specific bursts. Your sales pros are in control of what and when they’re learning. This type of learning process uses small digestible bites of information to help break down content and allows your sales team to retain more information.
Sales enablement provides your sales team with the information, microcontent, and tools they need to sell more effectively. When you combine a mobile application with a robust content management system, you enable your sales pros to close more deals.